Solution

Synopsis

Gradient Cycle Club is an aspiring road bike organization that required visual identity, an online presence, and cycling kit design.

Coming to the table with an advanced understanding and ability in the sport, the Client was looking to create an alternative type of club membership experience and position itself differently from a conventional top-down model that can often be bureaucratic and administratively time consuming. While still providing a leadership and platform, the founders wanted to enable its members more; Gradient riders all communicate openly through the club’s text feed, and they can create their own impromptu rides, outside the club’s scheduled rides.

The club has a come-as-you-are attitude and believes it’s the blend of its members that create a community; these characteristics, combined with the physically demanding nature of the sport led us to calling the club ‘Gradient’. The organization is signified with a customized, lowercase wordmark that suggests incline, belonging, and personal progression. In addition to its new visual identity and graphic system, Gradient is also equipped with a web page for membership sign-up, relevant newsfeed and the posting of rides through STRAVA social media, a comprehensive Instagram presence, and a uniquely designed riding kit.